March 19th, 2014

Brand product video done right. JCrew gives Casey Neistat a suit, a budget, and lots of space to create. That last part is the secret sauce. 

November 12th, 2013

The North Face (and Camp 4 Collective) have produced a brand anthem that takes a powerful approach to telling a brand story: tethering and elevating the brand story to a larger human story.

The result is an inspirational story that resonates more powerfully to more people. The astronaut Buzz Aldrin personifies this base human aspiration writ large.

January 23rd, 2013
Is your focus on the core customer holding back your brand?
For anyone at Outdoor Retailer trade show, MercuryCSC Jeff Welch is leading a seminar on the risks associated with (mis)aligning your brand with the core customer. Friday, Noon, at the Marriott. 
For those not attending, we’ll be live-streaming the event here and on Mercury’s Facebook page.
Joining Jeff will be Orvis Product Development Specialist Steve Hemkens, ExOfficio General Manager Steve Bendzak, and NOLS Director of Admissions and Marketing Bruce Palmer.
They will discuss their brands’ struggles and successes balancing very enthusiastic core audiences and efforts to expand into other markets.
Also, former Patagonia and Prana executive Rich Hill will resurface to discuss his new venture, Ticla, and how he is taking advantage of a clean slate to position the brand to the most broad audience possible.
See you there.

Is your focus on the core customer holding back your brand?

For anyone at Outdoor Retailer trade show, MercuryCSC Jeff Welch is leading a seminar on the risks associated with (mis)aligning your brand with the core customer. Friday, Noon, at the Marriott. 

For those not attending, we’ll be live-streaming the event here and on Mercury’s Facebook page.

Joining Jeff will be Orvis Product Development Specialist Steve Hemkens, ExOfficio General Manager Steve Bendzak, and NOLS Director of Admissions and Marketing Bruce Palmer.

They will discuss their brands’ struggles and successes balancing very enthusiastic core audiences and efforts to expand into other markets.

Also, former Patagonia and Prana executive Rich Hill will resurface to discuss his new venture, Ticla, and how he is taking advantage of a clean slate to position the brand to the most broad audience possible.

See you there.

(Source: )

January 15th, 2013

Great spot, good idea: Nike rides coattails of Rory’s popularity to re-introduce (again) Tiger in ‘No Cup Is Safe’ (by NikeGolf)

January 13th, 2013
October 25th, 2012
October 18th, 2012
October 15th, 2012
October 5th, 2012
Developing emotional connectivity between brands and consumers is a visceral process, not a directional one. Emotional connections deliver on a relevant and purposeful story and cannot be scripted nor delivered with confusing marketing metaphors. We know emotional connections stem from a marriage of people and purpose. Brands rely upon people believing in a brand’s purpose and, from that belief, comes not only connectivity and affinity, but also advocacy.
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